BetMGM looks to Canadian gains with expanded NFL partnership deal
US sportsbook and igaming operator gains IP and marketing rights on fan experiences in multi-year agreement
BetMGM has expanded its existing agreement with the National Football League (NFL) to become one of its official sportsbook partners in Canada.
The multi-year deal, signed less than a month before the start of the NFL season, includes the rights to use official NFL trademarks and advertise on NFL-operated digital platforms in the region.
BetMGM will also be able to offer Canadian customers access to NFL fan experiences as part of the expanded agreement.
BetMGM CEO Adam Greenblatt welcomed the expansion of the partnership.
“Expanding our partnership with the NFL into Canada sets the stage for amazing opportunities as we begin the upcoming football season.
“We’re already seeing great interest from our Ontario customers and this collaboration truly elevates the BetMGM experience,” Greenblatt added.
The Entain and MGM Resorts-operated JV became a partner of the NFL in September 2021, an agreement which entitled BetMGM to purchase NFL in-game commercial content, as well as launching activations around retail and online betting.
As a condition of partnership, NFL-affiliated operators agree to adhere to the NFL’s core integrity policies and collaborate with the league on information sharing and advocacy efforts, including responsible gambling.
All operators can only license official league data from Genius Sports.
NFL Canada senior director of corporate partnerships Gavin Kemp said he was “thrilled” to welcome BetMGM as a new partner in the Canadian market.
“BetMGM delivers a unique gaming platform to this emerging market and will enhance the NFL fan experience in Canada in new and innovative ways,” Kemp added.
BetMGM has been live in the Ontario market since April 4, having secured a license to operate in the province from the Alcohol and Gaming Commission of Ontario (AGCO).
In May, the operator was fined $48,000 by AGCO for violating standards 2.04 and 2.05 of the Ontario advertising code, relating to the restriction of inducement-led advertising to operator’s respective sites only or via direct marketing.